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Audiovisual Translation in Poland

Changing Audiences


Olga Łabendowicz

The presented overview is an attempt to identify the ongoing changes in the landscape of Polish audiovisual translation (AVT) audiences watching longer video formats online, and thus to further the research in the area of cognitive performance. The objective of this book is twofold. First, it aims to identify viewing styles, preferences, and expectations of Polish viewers towards watching American humorous productions deeply rooted in source culture with modes of AVT proper. Second, and partly as a by-product, it attempts to offer a combination of methodological tools for further exploration of eye-tracking in AVT studies, triangulating this technology with various research tools (e.g. online questionnaires) to provide a feasible and reliable data analysis. The detailed findings prove that both the AVT and the audiences in Poland indeed change – and as such, the ongoing shifts should be closely examined to initiate a wider and more inclusive discussion about what audiovisual translation of the 21st century should be like.

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